This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more
TV audience measurement has traditionally been accomplished through panels, such as the Nielsen household panel well known in the US. However, due to the increased fragmentation of viewing across linear TV, VOD (Video on Demand), new ad models like data-driven linear and new forms of streaming on Connected TVs and devices (CTV), more granular data is needed to fully reflect viewing of both content and ads. These data can be used not only for measuring tuning, but also...